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Technology changes rapidly - we only have to look at mobile devices to see this in action - and it is easy to assume that because the technology changes, the reason for using it does to. This would be a mistake.
The use of technology is the same now as it always was - communication, purely and simply and we forget this and the three simple rules at our peril.
Remember to keep it simple, keep it relevant and keep it appropriate.
The social web works well on mobile devices but only if it is used appropriately.